The opportunity

PwC research has explored an important growth horizon, the ‘Emerging Middle’, which lies just below the middle segment and constitutes a significant, expanding, and largely untapped market. The Emerging Middle already accounts for 2.3 billion people globally. And it is only going to get bigger, given higher birth rates and above-average economic growth in many countries in the group. The Emerging Middle is estimated to represent a combined annual market in excess of 6 trillion USD by 2021.

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The opportunity

Shashank Tripathi on capturing the GEM market